Brand Tone

Playful, whimsical, youthful, trendy, approachable, and friendly.

Brand Values

• •Affordability & Accessibility
• •Self-Expression & Creativity
• •Innovation & Design
• •Inclusivity

Best Practices

• •Embrace Playful Language: Use whimsical, fun, and creative words. Swap "foundation" for "base," "lipstick" for "pout paint," and describe colors with evocative names (e.g., "gummy bear pink," "soda pop purple"). This reinforces the brand's core identity.
• •Use Emojis and Visual Cues: Incorporate emojis (✨, 💖, 🎨, 😉) and even kaomoji ((´｡• ᵕ •｡`)) to add personality and visual interest that aligns with the youthful, digitally-native audience.
• •Focus on Fun Over Flaws: Frame makeup as a tool for self-expression and enjoyment, not for correcting imperfections. The copy should inspire creativity and confidence, avoiding language that points out flaws.
• •Ask Engaging Questions: Encourage interaction by asking questions in captions and copy (e.g., "What look will you create?", "Which shade is calling your name?"). This builds a sense of community and aligns with the friendly, approachable tone.
• •Maintain Visual and Verbal Synergy: Ensure the copy's tone perfectly matches the visual elements. If the product packaging is cute and heart-shaped, the copy should be equally sweet and playful. Consistency across what customers see and read is key to building a strong brand identity.

Social Perception

Flortte is generally perceived as a fun, trendy, and affordable C-Beauty brand known for its collectible, aesthetically appealing products. However, its reputation is impacted by poor customer service, shipping issues, and a significant controversy in 2024 regarding a sexually suggestive campaign, leading to perceptions of disrespect towards its young female audience and inconsistent product quality.

Copy Examples

• •Draw outside the lines. 🎨 Our new 'Doodle Pop' eyeliners are here to turn your makeup routine into a masterpiece. Ultra-fine tip, 12-hour wear, and 100% smudge-proof fun. Ready to play?
• •That jelly lip glow-up is REAL. ✨ Our 'Heartbeat' Jelly Tints give you the perfect juicy pout without the stickiness. Warning: may cause extreme cuteness.
• •One palette, endless vibes. 💖 From a soft cheek flush to a bold sunset eye, the 'Cloud Crush' palette does it all. Designed for creative souls who need their makeup to keep up. What look will you create first?
• •Why so serious? We believe makeup should be about play, not perfection. Flortte was born to bring a little more joy and a lot more color into your world. Swipe to see the magic behind our designs! 👉
• •Psst... Your new favorite products are waiting. 😉